De Beers announced a new global campaign centered on the iconic words of commitment ‘I do’. Via this campaign, they focus on diverse types of commitment and expand the words’ meaning to stand for personal pledges of all kinds: to love, friendship, family, society, nature and more, marking a new chapter in the company's 133-year history.
Bruce Cleaver, CEO De Beers Group, says: ‘For more than a century, De Beers has played a central role in helping people express their enduring commitment to their partner. Today we see a new generation of consumers who wish to communicate a wider commitment: a commitment to their own personal development, to their friendships, to their families, to society, and to the natural world. The meaning of ‘I do.’ has expanded and it’s more relevant than ever – and diamonds have a broader spectrum of meaning than ever before. With our new 'one De Beers' vision, which encapsulates the essence of our brand’s purpose and enables consumers to interact with it in new ways, we see an exciting opportunity to shape the future of diamonds. With all our marketing investment consolidated behind our iconic brand name, we will amplify the emotional meaning that diamonds from De Beers hold for consumers, highlighting the positive impact they have in the world and the exceptional beauty of those selected for our Jewellery Houses.’